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CONVERSION MARKETING Fall 2009

CONVERSION MARKETING Fall 2009. THE BASIC STRATEGIES. DIRECT MARKETING LEAD PROCESS. QUALIFYING LEADS. D esire A uthority M oney N eed. DISTRIBUTION, FOLLOW-UP. Timing and Value of Lead Determines: “Hot Prospects” to Field Sales to Close

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CONVERSION MARKETING Fall 2009

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  1. CONVERSION MARKETINGFall 2009

  2. THE BASIC STRATEGIES

  3. DIRECT MARKETING LEAD PROCESS

  4. QUALIFYING LEADS Desire A uthority Money Need

  5. DISTRIBUTION, FOLLOW-UP Timing and Value of Lead Determines: • “Hot Prospects” to Field Sales to Close • Others to Combination of Personal/Non-Personal Media • Until Value/Timing Warrants Becoming “Hot Prospect”

  6. CONVERSION ON THE INTERNET • Is It Click-Through From Online Ad That Brings Prospect to Web Site? • Register/ Capture Data – Begin Dialog • Is It Making a Purchase on the Site? • Now or at a Future Time? It’s All Of The Above AND ALL CAN BE MEASURED

  7. THE CHALLENGES

  8. THE COSTS • In its “Cost-per-Lead Advertising Data Report,” Pontiflex defines basic data as information such as a user’s first name, last name, e-mail address and postal address. Premium fields include more detailed data such as telephone numbers, social networking usernames, and custom questions. http://www.marketingcharts.com/direct/cost-per-lead-figures-vary-by-vertical-10384/

  9. WEBSITE OPTIMIZER –BROAD PERSPECTIVE

  10. THE CONVERSION PROCESS

  11. http://www.salesforce.com/crm/sales-force-automation/marketing-lead-management/http://www.salesforce.com/crm/sales-force-automation/marketing-lead-management/

  12. SALES CONVERSION www.omniture.com

  13. MEDIA FOR GENERATION/CONVERSION

  14. FUNNEL OR SPIDER?

  15. OR SPAGHETTI?

  16. http://www.omniture.com/modules/videoplayer/webinar/12 8 Minutes—Good!

  17. ONLINE CONVERSION RATES • Recent MarketingSherpa Study (quoted bysilverPOP) • Conversion rates 5.67 to 11.31 for FREE Offers • Ranged from 5.67 to 7.63 for E-Commerce Campaigns • Overall Conversion Lower • Peppers & Rogers: Making Every Interaction Count

  18. SAMPLES - LANDING PAGES TESTS http://www.marketingexperiments.com/improving-website-conversion/landing-page-conversion-gains.html

  19. CONVERSION KILLERS • 1. Lack of clarity…answer these questions in 5 seconds… • Where am I? • What can I do here? • Why should I do it • 2. Undisciplined eye-path • Direct the eye-path on your landing page using size, color, shape, position and motion • 3. Insufficient value promise • Not enough reason to click • 4. Excessive friction • 5. Key elements of landing page eyepath: Size, color, motion, shape, position • 6. Don’t just try incremental landing page changes, test radically different alternatives – Flint McGlaughlin TEST! TEST! TEST!

  20. FRICTION ON LANDING PAGES http://www.marketingexperiments.com/improving-website-conversion/landing-page-conversion-gains.html With 4 good case studies!

  21. THREE KEY ISSUES • The Landing Page • Conversion Paths • Conversion Scenarios

  22. LANDING PAGES

  23. MARKETING SHERPA 2008

  24. LANDING PAGE OBJECTIVES

  25. BEST PRACTICES – LANDING PP

  26. Whatever the Source of the LeadIt Is a Mistake To Simply Dump Visitors on the Home Page

  27. EMAIL > LANDING PAGE STUDY • Match E-Mail Copy to Landing Page • Especially the Call to Action • Same Look and Feel as the E-Mail • Ask Only Essential Questions • Navigation Bar May Distract from Conversion • Avoid Need to Scroll (Short Copy)

  28. VIDEO LANDING PAGE STUDY Pentax Camera with Facial Recognition • Create Interest and Enthusiasm • Drive People to Dealers Incorporate Video into Landing Page • Create Landing Page • Banners (2 sizes) on Previously-Used/Tested Sites POP Materials to Drive People To Site Consumers Could Win an SUV Each Dealer Salesperson Who Sold a Camera Could Enter Another SUV Contest

  29. Counter Card Video “Repurposed” on Site http://www.pentaximaging.com/products/product_details/digital_camera--Optio_Z10/reqID--10137993/subsection--optio Video Landing Page

  30. RESULTS – VP MARCOM • “We didn’t have any cameras left over. We sold out. . .Simply, this campaign created more enthusiasm than what we had seen before.”Here is a breakdown of the stats:- 14,815 unique viewers watched the video in the first month alone. - Viewers watched 71.2% of the clip on average. - 87% of the video viewers registered for the contest. “The banners worked. They seemed to drive people to the video, and I certainly think adding the prize of the Cruiser helped convince more people to take a look.” Marketing Sherpa, March 5, 2008

  31. RICH MEDIA LANDING PAGES http://www.ioninteractive.com/liveball-saas-platform-tour/

  32. CONVERSION PATHS & SCENARIOS

  33. USE METRICS > MAP PATHS THROUGH SITE The Anatomy of a Conversion Path Anna TalericoExecutive Vice Presidention interactive

  34. BUILD SCENARIOS • Impression Point > Where Attention Attracted • Entry Point > Where Enters Funnel • Points of Resolution > Answers Questions Relevant to Purchase • Way Points > Provides Info. Necessary for Purchase • Conversion Beacon > Step Required to Accomplish Task • Conversion Point > Confirm That Task Has Been Completed “What Exactly is a Conversion Scenario” and other articles on persuasion architecture by Bryan Eisenberg www.GrokDotCom.com

  35. CREATE PERSONAS http://consumerist.com/368894/leaks-best-buys-internal-customer-profiling-document

  36. BEST PRACTICES - CONVERSION

  37. DEFINING CONVERSION- REDUX • There May Be Multiple Conversion Points • Better Stated: There May Be Many Steps On the Path to Conversion • Need to Measure/Influence Them All • Each Enterprise Must Define Conversion Itself • Request for Information/Capture Email Address • A First-Time Sale? • A Loyal Customer?

  38. CONVERSION RESOURCES • www.marylouroberts.info • Direct Marketing > Chapter 11 Business to Business • http://www.olgassociation.org/index.php • GrokDotComhttp://www.grokdotcom.com/ • Market Motive, new premium service • http://www.marketmotive.com/ (includes paid courses) Web Sales with a Human Touch • http://www.strategy-business.com/media/file/enews-10-30-08.pdf Landing Page Portfolio http://www.ioninteractive.com/portfolio/ http://websiteoptimizer.blogspot.com/

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